A sorting chain at Amazon. Many Vietnamese companies register for Intellectual property (IP) protection for online exports as the country has entered a new stage of cross-border e-commerce. (Photo courtesy Amazon Global Selling)A recent report from Amazon Global Selling Vietnam revealed Vietnamese sellingpartners’ awareness of brand building and intellectual property protection hasgradually improved.
In the past three years, the number of Vietnamese brands enrolled in its brandregistry has grown seven times. The duration of Vietnamese selling partnersfrom seller account registration to brand registry enrollment shortened 85% onaverage, the report said.
In addition, Vietnamese selling partners are paying more attention to globalexpansion, with 18.6% of Vietnamese selling partners having trademarks in theUS, EU, Japan and other regions.
“Vietnam has implemented some fundamental IP initiatives to helpincrease awareness about the importance of protecting IP rights and streamlineIP rights enforcement. With continued investment in strong IP rights, we canharness this positive momentum to stimulate its domestic capacity forinnovation, enhance its global competitiveness, and help enterprises as well asthe country's economy integrate widely and effectively with the globaleconomy," said Nguyen Van Toan, Vice President of the Vietnam Associationof Foreign Invested Enterprises (VAFIE).
"It is recommended that small and medium-sized companies understand theimportance of working together with trade associations and organisations tosupport efforts to protect IP, stop counterfeiting, as well as improving thecapability to enforce rights and obligations under Vietnam’s IP law andinternational commitments to which Vietnam is a signatory.”
To obtain patent and trademark protection, Toan suggested Vietnameseenterprises use the guidance of the Ministry of Science and Technology whenintroducing their products or services to the local market and get support fromtrusted international organisations when bringing their products and servicesto global markets.
A recent Amazon survey showed that, besides sales growth, global brand buildingand adoption are among the top key motivations for Vietnamese businesses toengage in cross-border e-commerce.
In recent years, the most successful Amazon selling partners from Việt Nam haveinvested in brand registration and brand building. They take advantage ofAmazon’s tools and products to understand customer needs, attract and encouragevisitors to their online store and product pages, and put effort into having agood image, product content, and brand stories.
Also, according to an internal survey, Vietnamese selling partners showed highsatisfaction with Amazon’s products and services to build their own brand witha 7.5/10 score.
In March 2021, An Phát Holdings successfully registered AnEco trademark in theUS. This is a solid stepping stone for the company to strongly develop theirmade-in-Việt Nam compostable product line.
Lagooco is also one of the first Vietnamese businesses to acquire the"Climate Pledge Friendly" badge on Amazon, making it easier foreveryone to discover the brand "Lagooco" and purchase items thatfulfill environmental sustainability requirements. After only two weeks onAmazon, three out of four Lagooco cashew products have landed at the top of theten best-selling new cashew items, indicating the company's early success.
Longevity Sea Grapes realised the importance of investing in improving theirbranding strategies to protect and strengthen the reputation of made-in-Vietnamproducts as well as to make the most of this ever-growing need from globalcustomers. Thus, since June 2020, the company has successfully registered for atrademark in the US. In the coming years, Longevity Sea Grapes is determined tobecome not only the leading sea grape brand in the world but also the pride ofVietnam./.
VNA
